Let’s get a couple of things out of the way. The junk folder happens… though it clearly shouldn’t happen to you. And some people do read marketing email… though they’ve got something to say about why they might not read yours.
A recent survey segmented a portion of the population of people who read their marketing emails from time to time – meaning, there’s a critical distinction between these survey respondents and those who see their inbox as little better than an online outhouse.
The results? Of those who read these emails, the main reason they might not read yours is because you email too often. Almost 49%, in fact, held that view.
But here’s the tricky part. “Too often” is in the eye of the beholder. It depends on your audience, and within this audience, there are different views on what is too often.
Just consider – surveys also show 86% of customers would like to receive promo emails at least monthly; 15% would like to receive promotional emails every day. So, which category would you put your customers in? (Guessing not the 15%, but that’s for your audience to decide).
Point is: Getting the “sending frequency” just right is a mix of guesswork, testing and data. It can also be aided by one simple step. Ask your customers how frequently they want to receive your email – or create a preference center where they can change their email frequency.